Mediacom brass 'disappointed' by Cannes showing

Mediacom brass 'disappointed' by Cannes showing

Two of Mediacom's top international execs have admitted they are "disappointed" with the network's haul at this year's Cannes Lions festival.

B&T Magazine
Posted by B&T Magazine

Former Australia boss Toby Jenner, who now heads up the global new business unit, and global chief client officer Fraser Riddell said this is the first year the agency has "dialled up" its presence in the South of France.

Riddell said they had run a global internal competition to see which entries should be submitted.

But he added: "I think to be honest this year we're slightly underwhelmed by the performance. We've had a couple of Bronzes and a Silver and a few honourable mentions in shared lists."

Jenner added: "I don't think we're unique in this. What we've been doing is going Cannes is open, submit stuff, but what we need to be doing is leaving here going Cannes is open, we need to impact the work earlier.

"There's not a doubt we're doing great stuff because you're not a top three agency in the world if you're not. 

"For all the awards we need to be thinking about the work and impacting the work." 

They both also welcomed possible changes being talked about by agency heads to the awards structure. 

Yesterday B&T revealed Cannes bosses were set to hold talks with key industry figures to discuss possible changes to the system, which can see one campaign dominate several categories. 

Media agencies have been a rare commodity on Lions winners lists this year, although OMD Sydney did land the Global Media Agency of the Year title on Tuesday night.

Jenner said: "It definitely makes sense, we don't do work by medium. 

"If you look at how we do campaign work we start with an idea and ask how it connects across other channels, that's an art in itself."

Riddell added: "I would suggest if you think about how it happened and this started as a creative craft festival, which it did, it makes sense to judge people across categories like TV and press," he added.

"But if you look at what's actually happened in the industry and how much more integrated campaigns are as comms plans it's about being integrated across a wide range of channels, so you should probably judge the campaigns across the channels in its entirety rather than looking at the individual piece of creative within it."